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Photo Via PRWeek.com

Photo Via PRWeek.com

Our team participated in a webinar last week, led by Darryl Salerno for PRSA Counselors Academy members.  Darryl is a longtime friend of Counselors and we’re grateful to him for sharing his expertise with us.

His presentation was about over-servicing clients – something that most of us in the agency business likely do on a regular basis.  It is always a difficult balance between being the trusted advisor to our clients, being available to them when needed and doing it within the budgeted amount of time each month.

Darryl’s opinion is that some over-servicing is necessary, but he recommends keeping these numbers in mind:

  • If you over-serve your client by 10%, from Thanksgiving till the end of the year you will in essence be working for free
  • If you over-serve your client by 20%, from Halloween till the end of the year you will be working for free
  • If you over-serve your client by 40%, from the first day of the football season till the end of the year, you guessed it, you are working for free

There are lots of factors to consider when looking at those numbers – are you staffing the client correctly, have you budgeted correctly and my favorite, scope creep, meaning taking on more work than originally contracted for without reallocating resources and/or budget.

It is a tough but necessary conversation to have, not only with the staff that manages the accounts but the clients as well.  If we are the trusted advisor and part of their team, then these types of conversations should be part of the ongoing review of the business and a critical component for budgeting for the upcoming year.

Definitely something to consider as we get our proposals together for current clients’ 2015 plans and for those prospects we’re courting.

Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

1 Comment

  1. Tara Frier says:

    Great blog Abbie! Darryl is coming to Boston in December to work with my team on this very topic. Let’s compare notes in CA this May! Look forward to seeing you there!

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